'I’ve long said that the best campaign design would be one circle: the system executes the best treatment for each customer, waits a day, and repeats. But the good folks at Marketo have taken a step in that direction with their latest enhancement, which they call an “engagement program”. It has more than one step but does get away from the idea of a rigid, branching campaign flow.

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THE POINT

JUNE 14, 2011

[Campaign, Marketo] Marketo Email Campaign Keeps It Short & Sweet

A client confessed recently that one of the reasons his company had selected Marketo as a marketing automation provider was because he was so impressed by their marketing. Quite apart from the merits of their technology, Marketo does indeed have a reputation for (to borrow a time-worn phrase): eating their own dog food. Is this an email design to make art directors swoon? To wit: 1.

Last week I attended (and was a presenter at) the Seattle edition of Marketo’s 2012 Social Marketing Rockstar Tour , a roving conference/seminar series being held this summer in cities nationwide. Marketo bills the event as an opportunity to hear, learn, and share advice on B2B social media marketing strategy. The real opportunity is with the friends and networks of those contacts.

Earlier this week, Marketo , the marketing automation company, held its second ever user conference in San Francisco. As a Marketo agency partner, I attended along with colleagues from Spear Marketing Group to greet clients, talk shop, and hear how other companies – including Marketo themselves – are putting technology to use in the service of improved lead management. From Marketo’s perspective, I understand the need to frame marketing automation in ever more mission-critical terms. Marketo has more than 300 content assets on offer on its Website.). Email?

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THE POINT

JULY 13, 2012

[Campaign, Marketo] Do Lead Nurturing Campaigns Always Need an Offer?

In my last post , I talked about creative campaign ideas for when you have no content to offer. Which leads to another question: do certain types of campaigns even need an offer in the first place? Over at Marketo, Jon Miller wrote a fascinating post recently on “ The 4-1-1 Rule for Lead Nurturing ” in which he posits (and here I’m paraphrasing) that lead nurturing campaigns don’t always need to feature the latest white paper, Webinar, or video, and that these kinds of offers or promotions are best interspersed with what Jon refers to as “educational or entertaining content.”.

Kevin writes: “Below is one of our most successful email campaigns. Click on the first thumbnail at right to see Kevin’s original campaign. few days later, Kevin responded with the results: “Based on your input, I made the following changes to the Forrester campaign: 1. What would you change?”. Plus it doesn’t mention the offer. Shortened body copy text.

Summary: Marketo continues to follow its own path. Enterprise Edition adds the complex security needed by large organizations but sticks to simple campaign flows. finally caught up with Marketo for a briefing on their Enterprise Edition (announced in March) and Revenue Cycle Analytics (announced in May). Since both are somewhat old news, and Marketo describes them in detail on its Web site, I’ll just make a few comments. Executive Edition shows what Marketo believes is needed to service large marketing organizations. It seems that Marketo disagrees.
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Recently I was asked to contribute some thoughts to Marketo’s new ebook, “ The Definitive Guide to Marketing Automation.” So often, new MA customers have a pent-up demand for campaigns, so they immediately launch into a series of “one-off” programs and never take the time to ask the question: what is it exactly that we want marketing automation to do for us? My advice: don’t just be a “campaign factory.” Disclaimer: Spear Marketing Group is an Preferred Services Partner of Marketo. Below is my contribution (see Page 71.). HS: Here are the questions I’d ask: 1.
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Sponsored by Marketo) Fewer well qualified leads delivers more revenue than many more less qualified leads. small pipeline gives more revenue than a big … Continue reading → Demand Generation lead generation Lead Scoring Management best practices Marketing Marketing Automation marketing campaigns sales challenges Social Media Social NetworksClick to download How to Find New Customers, our remarkably popular white paper. That’s right.
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Marketo , sponsor of our white paper, How to Find New Customers , is one of the fastest growing companies on Earth. Marketo recently toured the country hosting Revenue Rock Star events. The President of Find New Customers attended the Marketo event in NYC. believe every B2B marketing leader can learn a lot from this when they see how Marketo did it. B2B Lead Generation | Learning from the Best. believe one of the best ways for you to learn about how to improve fiscal results is to look at how the best-performing businesses do it. Jon Miller. How did they do it?
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Sungard AS runs a highly successful demand generation program, an integrated mix of both online and offline campaigns, to generate a consistent flow of leads to the company’s sales force. Design, build and launch a nurture campaign targeted to “Mid Stage” leads. All campaigns were built and launched in Marketo, a leading marketing automation platform. Spear is a Marketo agency partner.) 'Sungard® Availability Services™ ( Sungard AS ) in Wayne, Pennsylvania is a global leader in disaster recovery, business continuity, and managed IT services.
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